Department of Public Administration and Policy, School of Public and International Affairs, University of Georgia, Athens 30602, GA, USA.
Department of Economics, Terry College of Business, University of Georgia, Athens 30602, GA, USA.
J Health Econ. 2022 Jan;81:102557. doi: 10.1016/j.jhealeco.2021.102557. Epub 2021 Nov 18.
We study how pharmaceutical firm marketing responds to a regulatory decision that represents a positive information shock about drug safety. In the context of the smoking cessation drug Chantix, we estimate the effects of a Food and Drug Administration (FDA) decision to remove the drug's black box warning on two forms of marketing: monetary and in-kind payments to physicians (detailing) and direct-to-consumer advertising. Using identification strategies that leverage geographic variation in latent demand for smoking cessation therapy and the targeted nature of the information shock, we find that the removal of the warning significantly increased Chantix-related detailing payments and increased expenditures on national television advertising of Chantix. Understanding these firm-level strategic promotion responses is important, as they have implications for the dissemination of new drug information and the behaviors of physicians and consumers.
我们研究了制药公司营销活动如何应对监管决策，该决策代表了有关药物安全性的积极信息冲击。在戒烟药物畅沛（Chantix）的背景下，我们估计美国食品和药物管理局（FDA）决定取消该药物的黑框警告对两种营销形式的影响：向医生支付货币和实物报酬（详述）以及直接面向消费者的广告。我们利用戒烟治疗潜在需求的地理差异和信息冲击的针对性这两种识别策略，发现该警告的取消显著增加了与畅沛相关的详述支付，并增加了畅沛在全国电视广告上的支出。了解这些公司层面的策略性促销反应很重要，因为它们会影响新药信息的传播以及医生和消费者的行为。
